Social Media Marketing and Purchase Intentions of Fashionable Goods: The Mediating Effect of Customer Trust

Social media has emerged as the dominant communication channel of the 21st century, increasingly utilized for advertising purposes. An evolving and influential factor impacting consumer behavior is the dynamic landscape of social media. Modern organizations prioritize online marketing strategies to optimize profitability and performance. The prevalence of social networking platforms has reached unprecedented levels, underscoring their significance in contemporary society. This research explores the correlation between social media marketing and the purchasing intentions of online customers for fashionable goods with mediating effect of customer trust in Kathmandu Valley. To achieve this objective, data was gathered through a structured questionnaire administered via convenience sampling, involving 390 online customers of fashionable goods in Kathmandu valley. Structural relationships within the theoretical model were analyzed using SmartPLS 4.0. The findings indicate strong positive correlations between social media marketing, customer trust, and purchase intentions. Strategies like creating engaging content, collaborating with influencers, and utilizing interactive platforms in social media marketing play a crucial role in building customer trust, which ultimately leads to increased purchase intentions. This study highlights the pivotal role of social media marketing in influencing consumer purchasing decisions and stresses the need for businessman to build and maintain trust with their customers. These insights provide valuable guidance to the businessman of fashion goods aiming to leverage social media to enhance customer engagement and increase sales in the competitive market of Kathmandu.